The aim of the project – to examine the effects of consumer moral identity on the engagement into sustainable consumption in personal life and workplace environments. Two project outcomes will be developed by the project group: a theoretical model of the effects of moral identity on the engagement into sustainable consumption in private life and workplace environments and a research instrument. Those outcomes are original research project results that will contribute to the advancement of the areas in consumer behaviour and sustainable consumption.
Project funding:
Projects funded by the Research Council of Lithuania (RCL), Projects carried out by researchers’ teams
Project results:
This project seeks to conceptualise the engagement into sustainable consumption and theoretically justify the relationship between consumer moral identity and the engagement into sustainable consumption in personal life and workplace environments. The project group members could not identify any research instrument measuring moral identity and consumer engagement into sustainable consumption in private life and workplace environments. Therefore, the project also offers a methodological contribution: the research instrument will be developed and validated in two countries (Lithuania and an English speaking country).
Project results will form the basis to offer recommendations to (a) marketing managers and entrepreneurs implementing sustainable consumptions ideas; (b) business and non-profit organisation managers rewarding employee engagement into sustainable consumption; (c) policy makers seeking to increase consumer engagement into sustainable consumption to ensure a better quality of life.
Period of project implementation: 2017-10-02 - 2020-09-30
Project coordinator: Kaunas University of Technology
